Hygiene Audience in Germany
Hygiene has an estimated audience of 8,245,073 people in Germany. 65.4% are female, 34.6% are male, average age 42.7. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Laundry, Discount stores, Hosiery, Footwear, Deichmann.
The average Hygiene fan in Germany is 42.7 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Laundry, Discount stores, Hosiery, with strongest over-indexing on Laundry (4.55× the country average). Demographically, the Hygiene audience skews more female with an average age of 42.7, and over-indexes on personality traits such as Indulgence, Pet Ownership. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Beauty & Wellness · Type: Topic · Subtype: Body
Demographics of Hygiene fans
| Metric | Value |
|---|---|
| Female | 65.4% |
| Male | 34.6% |
| Average age | 42.7 |
| Estimated audience size | 8,245,073 |
Audience persona
The typical Hygiene fan in Germany is more female, around 42.7 years old, with strong Indulgence tendencies and a notable affinity for Laundry.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 1,936,113 | 1.07× |
| Bayern | 1,230,400 | 0.93× |
| Baden-Württemberg | 1,007,030 | 0.9× |
| Niedersachsen | 847,566 | 1.06× |
| Hessen | 656,782 | 1.05× |
| Berlin | 395,647 | 1.07× |
| Rheinland-Pfalz | 388,009 | 0.94× |
| Sachsen | 350,895 | 0.87× |
| Schleswig-Holstein | 310,875 | 1.05× |
| Brandenburg | 277,751 | 1.09× |
| Sachsen-Anhalt | 225,471 | 1.06× |
| Hamburg | 199,719 | 1.07× |
| Thüringen | 188,589 | 0.9× |
| Mecklenburg-Vorpommern | 170,616 | 1.08× |
| Saarland | 82,749 | 0.82× |
| Bremen | 74,540 | 1.06× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Laundry | 4.55× | Home & Garden |
| Discount stores | 1.59× | Shopping |
| Hosiery | 4.02× | Fashion & Accessoires |
| Footwear | 1.98× | Fashion & Accessoires |
| Deichmann | 2.01× | Shopping |
| Shoes | 1.65× | Fashion & Accessoires |
| Child | 1.88× | Kids & Family |
| Netto Marken-Discount | 1.63× | Shopping |
| Tchibo | 2.24× | Shopping |
| Women's clothing | 1.59× | Fashion & Accessoires |
| Architecture | 1.57× | Business & Career |
| Industrial design | 2.13× | Business & Career |
| Leeds | 2.88× | Travel & Leisure |
| Children's clothing | 2.2× | Fashion & Accessoires |
| Ernsting's family | 2.41× | Shopping |
| Hair products | 1.62× | Beauty & Wellness |
| QVC | 2.06× | Movies & TV |
| Skirt | 2.07× | Fashion & Accessoires |
| Dresses | 1.67× | Fashion & Accessoires |
| Gown | 2.63× | Fashion & Accessoires |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.26 |
| Pet Ownership | JOY | 1.22 |
| Tradition | CONSERVATISM | 1.2 |
| Sports Activity | POWER | 1.17 |
| Healthy Lifestyle | BALANCE | 1.14 |
| DIY Mentality | THRILL | 1.14 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 19.4% |
| Germany | 5.5% |
| India | 5.4% |
See Hygiene audiences in other countries
More Body audiences in Germany
- Body art (5,730,385)
- Body modification (3,840,956)
- Shower (2,589,133)
- Soap (2,404,742)
- Odor (2,075,462)
Frequently asked questions
How many fans does Hygiene have in Germany?
Hygiene has an estimated audience of 8,245,073 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Hygiene fans?
65.4% of Hygiene fans are female, 34.6% are male, with an average age of 42.7 years.
Which brands do Hygiene fans like most?
Hygiene fans show strongest brand affinity for Laundry (4.55×), Discount stores (1.59×), and Hosiery (4.02×) over the country average.
Where do Hygiene fans live in Germany?
Hygiene fans in Germany are most concentrated in Nordrhein-Westfalen (reach 1,936,113), Bayern (reach 1,230,400), and Baden-Württemberg (reach 1,007,030). These three regions account for the largest share of the active audience.
What other brands do Hygiene fans also like?
Beyond Hygiene itself, the audience over-indexes on Discount stores (1.59×), Hosiery (4.02×), Footwear (1.98×), and Deichmann (2.01×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Hygiene. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.